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Word-of-mouth (WOM) marketing allows brands to build trust, credibility, and authentic connections by inspiring customers to share their experiences. When done effectively, WOM marketing generates organic buzz, attracts new audiences, and strengthens loyalty—all while making customers central to a brand’s growth.

This guide defines WOM marketing, explains its benefits, and explores the different types of WOM strategies marketers can use. It also provides actionable tips for creating impactful campaigns, leveraging social media and influencers, and using technology to maximize results. Whether you’re looking to enhance brand awareness or boost customer engagement, this guide will help you turn conversations into conversions.

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5 types of word-of-mouth marketing

There are a number of different types of WOM marketing. These types have expanded as technology has become a more prominent and important role in the lives of consumers and businesses.

Below are 5 common ways for marketers to use WOM marketing.

Organic WOM marketing happens naturally when customers genuinely love a product or service and share their experiences without any external prompting. 

This type of marketing thrives on authenticity, as recommendations come from customers who feel compelled to share their positive experiences with friends, family, or colleagues. Brands that focus on delivering exceptional products, outstanding customer service, and memorable experiences are most likely to benefit from organic WOM.

Amplified WOM marketing occurs when a brand takes proactive steps to encourage and spread conversations about its products or services. This could include creating a hashtag campaign, launching an interactive content series, or running a contest to incentivize customers to share.

Amplified WOM marketing can gain even more traction by integrating LinkedIn Ads into the strategy.

For example, brands can use Sponsored Content or Conversation Ads to promote user-generated content, branded hashtags, or shareable campaigns to a highly targeted, professional audience.

LinkedIn Ads allow marketers to strategically reach decision-makers, thought leaders, or niche communities to further expand the conversation.

 

Referral marketing incentivizes existing customers to recommend a brand to others.

This type of WOM marketing is highly structured, often including rewards such as discounts, free products, or exclusive perks for both the referrer and the referred customer.

Referral programs are particularly effective because they create a win-win situation: customers feel rewarded for sharing their experiences, and brands gain new leads from trusted sources.

Experiential WOM marketing is driven by unforgettable experiences that customers are excited to share.

These experiences can range from interactive events and personalized product launches to unique brand moments that surprise and delight customers.

By crafting memorable experiences, brands can inspire customers to share their stories both online and offline, turning the event into a buzzworthy moment.

Influencer-driven WOM marketing leverages trusted thought leaders or industry-specific creators to promote a brand’s message. These influencers, who already have an established rapport with their audience, act as advocates by sharing their authentic experiences with a product or service.

By combining the credibility of influencers with LinkedIn Ads, brands can strategically amplify influencer content. For example, a brand can sponsor a post written by an industry expert to boost its visibility or use LinkedIn’s Targeting features to reach decision-makers who might otherwise miss the influencer’s message.

Additionally, LinkedIn’s Thought Leader Ads can promote influencer-driven case studies, thought leadership, or collaborative content that resonates with professionals looking for credible solutions

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Here are a few ways brand credibility can be optimized through WOM marketing:

1. Peer reviews

Peer reviews—whether shared in person or in an online comment section—are among the most trusted forms of social proof. They allow customers to hear from people with similar needs and preferences, helping them decide if a product or brand is right for them. Encouraging customers to leave reviews or testimonials on social platforms, product pages, or industry-specific forums can help build credibility and attract new customers.

2. Social proof

Social proof comes from customers publicly affirming a brand’s value by sharing posts, reviews, or recommendations. For example, when customers share a product launch post to their network, it lends credibility to the brand and broadens its reach. Brands can facilitate social proof by creating shareable content, using LinkedIn Ads to amplify customer stories, or partnering with influencers to build awareness.

3. Brand authenticity

Customers resonate with brands that communicate a clear, honest message rather than trying to follow fleeting trends or overpromise. Authenticity can’t always be measured, but it can be felt through a consistent brand voice, quality offerings, and a customer-first approach.

4. Organic reach

Building credibility takes time, but organic word-of-mouth can compound a brand’s growth when nurtured strategically. Encouraging customers to share posts, participate in referral programs, or engage in conversations can extend a brand’s reach naturally.

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Know the product being sold

A successful word-of-mouth campaign starts with an intimate understanding of the product or service being promoted.

When marketers have a clear grasp of what the product does, its unique benefits, and the problems it solves, they can effectively communicate its value to the audience.

This clarity not only builds trust but also gives customers the exact talking points they need to share with their networks.

Take the time to deeply understand the product, its features, and its role in the lives of your target audience.

This foundation will lead to more authentic messaging and creative ideas that encourage advocacy.

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Develop customer personas to refine your strategy

Buyer personas are a valuable tool for understanding ideal audiences, their needs, and the journey they take when interacting with a brand. By identifying distinct buyer types, marketers can tailor their messaging, products, and services to resonate with specific groups, making campaigns more effective and impactful.

It’s recommended to create 4-5 detailed personas to represent the most important segments of their audience. These personas should include key characteristics such as demographics, goals, challenges, and motivations. Working from these profiles allows marketers to address specific issues and connect with customers on a more personal level, increasing the likelihood of engagement.

Well-defined personas not only help brands target their audience more effectively but can also nurture loyal customers who become brand evangelists—enthusiastic advocates who share their positive experiences with others and help drive word-of-mouth growth.

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Foster community on social media platforms

Building a community can be a successful word-of-mouth marketing strategy, but it requires time, care, and deliberate effort. Communities rarely form on their own; they need to be nurtured and guided to create meaningful connections.

Whether online or offline, cultivating strong relationships hinges on authenticity, consistency, and a deep understanding of audience preferences.

Customer personas can serve as a foundation for identifying where potential community members are most active, how they prefer to engage, and what content or conversations resonate with them.

By tailoring interactions to these insights, brands can build trust and encourage participation. This might involve starting engaging discussions, creating shareable content, or responding thoughtfully to feedback and questions.

When communities are built with intention and authenticity—fostering reciprocal relationships between the brand and its members—they often become catalysts for word-of-mouth growth. Engaged participants are more likely to champion a brand, share their experiences, and invite others to join, transforming the community into an organic driver of advocacy.

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Work with the right influencers

Influencer marketing plays a significant role in many word-of-mouth marketing strategies. Partnering with influencers who share similar audiences and align with a brand’s values is essential to success. These influencers act as trusted voices, bridging the gap between brands and potential customers by sharing authentic, relatable experiences with their followers.

Influencers exist across nearly every niche, interest, or profession, often overlapping in areas where audiences have shared passions. For a partnership to succeed, it’s important for marketing teams to carefully evaluate which influencers are the best fit, not just for audience alignment but also based on authenticity and credibility within their community. Additionally, teams should weigh the potential risks of a partnership and ensure the influencer’s voice aligns with the brand’s long-term goals.

When done well, influencer partnerships can provide a substantial return on investment.

By acting as trusted advocates, influencers can become integral to broader social media strategies, helping to foster engagement, drive conversation, and encourage audience participation in a brand’s community.

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Lean into exclusivity

Exclusivity is a powerful driver of interest and conversation. Scarcity creates demand, and the allure of having access to something limited or unavailable to others generates excitement. Whether it’s a limited-edition product, a members-only event, or a product release with restricted availability, exclusivity can inspire organic buzz and amplify word-of-mouth promotion.

One effective approach is to offer beta testing programs or early access opportunities to select consumers. Inviting individuals to be part of an exclusive group not only makes them feel valued but also encourages them to share their unique experience with others. These early adopters often become enthusiastic advocates, helping to build anticipation and generate additional interest ahead of a broader launch.

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Create engaging content

Visuals, copy, and timing all play critical roles in standing out and capturing attention. Customers and prospects are inundated with content from countless sources, so the key is creating materials that resonate rather than simply trying to be flashy.

Engaging content isn’t just about aesthetics; it’s about relevance.

Using principles such as customer personas, community building, and authenticity ensures that content connects with the right audience at the right time. Whether it’s a compelling visual, a well-crafted message, or an interactive element, content should provide value and spark genuine interest to inspire word-of-mouth conversations.

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Incorporate social content and product content

A seamless connection between product content and social channels allows customers to effortlessly engage with and share brand messaging. This integration ensures that the content reaches broader audiences while staying relevant to a community-centric approach.

For example, making product content easily shareable on social platforms—whether through product pages, ad campaigns, or direct messaging—removes friction for customers who want to spread the word.

Alternatively, incorporating social proof, like user-generated content or reviews, into product pages can validate purchases and inspire confidence among new customers.

The key is creating a fluid experience that encourages organic conversations, without requiring users to toggle between platforms or hunt for shareable content.

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Social listening

A key way to understand a brand’s ubiquity in the culture (or with a specific set of consumers) is with social listening – a tool that collects and processes information for how often a brand is mentioned online.

This helps marketers understand where conversations are happening online about a brand, the sentiment behind those conversations, and general trends to keep messaging relevant.

 

User generated content

Word-of-mouth marketing is predicated on the narrative being told and distributed by consumers.

User generated content (UGC) is one way where WOM marketing and tech converge; leveraging content users created on their own about products or services. Sometimes these include reviews, sometimes they’re just demonstrating what the product or service does in a clever, creative way.

Automation and artificial intelligence (AI)

No social media campaign should exist without automation.

Scheduling posts is invaluable for social media marketers; the ability to generate content and schedule it to go live on specific days is a helpful way to manage a campaign.

AI can also analyze consumer behavior to uncover patterns and insights that guide campaign strategy

 

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These elements encourage participation, evoke curiosity, and provide a personalized experience that leaves a lasting impression. When customers feel involved, they are more likely to share their experiences with others, driving organic WOM marketing.

Interactive experiences not only hold attention but also make brand messaging more shareable across digital platforms, extending the reach of WOM efforts.

Ideas for incorporating interactive elements into WOM marketing:

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1. Create a referral program

One way to reward customers is with a promotion. Referral programs that offer discounts or free products or services mutually benefit the brand and the customer: the brand gets more leads and potential customers, while the customer is given something for their continued loyalty and support.

2. Robust customer reviews section

It’s not helpful if customers are not engaging as part of a brand community.

Customer reviews are another really impactful way to build both customer relationships with the brand but also with each other.

Advice and reviews on products from strangers with a similar concern can be just as helpful (perhaps even moreso) as a family member or friend doing something similar.

 

3. Reward loyal customers with exclusive discounts and samples

Loyal customers are the most valuable asset for any brand, and rewarding them is a strategic way to strengthen relationships and encourage word-of-mouth advocacy.

Offering exclusive discounts, free samples, or early access to new products not only demonstrates appreciation but also makes customers feel like valued insiders.

These rewards tap into the principle of exclusivity, creating a sense of excitement and privilege that can inspire customers to share their experiences with others. For example, providing loyal customers with free samples of a new product before its official launch can generate buzz and authentic feedback, which can be used to refine future campaigns or product offerings. Similarly, sharing discount codes with loyal customers makes it easier for them to recommend the brand to friends and family, further amplifying WOM marketing efforts.

Word-of-mouth marketing is valuable for marketers to use to help generate organic, authentic interactions between a brand and a customer. For WOM marketing to work well, customers need to champion the brand enough to loudly champion it to others, including friends and family in-person, and an online community—if they’re part of one.

WOM marketing puts customers at the center of the action—proactively understanding market trends and beyond, and sifting through different strategies to get the campaign just right. WOM marketing works to bring in similarly-minded consumers and new ones who may become loyal brand followers.

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